With the huge job of branding London’s 2012 Olympic Games soon to be awarded to a branding consultancy, what opportunities and challenges can we expect, bearing in mind the enormous range of stakeholders involved?

London Olympic branding? From a consultancy perspective, it’s exhilarating to be involved, it’s incredibly rewarding work and its profile makes it controversial. But, as we witnessed last July, when you get it right it can positively influence the broadest spectrum of stakeholders. Good luck to the chosen consultancy.

Andrew Bignell, Partner, Kino Design

The challenge for the winning consultancy is not only to design a memorable identity that will be admired worldwide for the next six years, but also to win over the UK design industry, while showing the world why the UK is the centre of branding excellence.

Phil Jones, Managing director, Real Time

There is an opportunity to engage with stakeholders throughout the country, as long as London 2012 branding is an expression of the nation and not just the capital. The branding must also live up to Lord Coe’s pledge for the Games to inspire the next generation.

Malcolm Stewart, Group creative director, Tayburn

The opportunity is bigger than the obvious prestige. It is an opportunity to build the ‘brand of Britain’. The challenge is equally monumental. The successful consultancy will need thicker skin than even George Galloway, as, no matter how fantastic the solution, it will still get hammered by the less gracious in our society. They will have to manage the opinions of many vociferous stakeholders and they will need the energy of Animal (from the Muppets), as this is a mammoth task.

Jonathan Sands, Chairman, Elmwood

Just like Thomas Heatherwick’s sculpture, B of the Bang, everything needs to radiate out from the centre for the London 2012 Olympics. It will take leadership, teamwork strategies, determination and vision and it will be the job of the appointed coach to assemble the best team the Olympics has ever seen. I would expect personal best performances and the coach will need to demonstrate the ability to take everyone’s game to a higher level, to produce a winning performance.

Rod Petrie, Performance and development coach, Design Bridge

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